A multimodal analysis of memetic representation of individuals and institutions in Nigeria’s President Muhammadu Buhari administration


Adebomi, Oluwayemisi Olusola


Department of General Studies, the Federal University of Technology Akure, P.M.B. 704, Akure, Ondo State, Nigeria


This study focuses on a linguistic and pictorial analysis of the way personalities and institutions in the present All Progressives Congress (APC) led national government in Nigeria are represented through social media memes. The study adopts Van Leeuwen’s social semiotic model with a blend of Fairclough’s socio-cultural method of critical discourse studies as theoretical models. The social media memes were purposely sourced from Facebook. These memes numbering about twenty-eight capture different aspects of national life under Buhari government. They were gathered over a period of four years, between 2015 and 2019. These were subjected to both pictorial and simple descriptive linguistic analysis. The study reveals that memes serve as a means of social and political expression. Memes are also culture sensitive, that is, each society can use memes to represent issues that are peculiar to them. Nigerians use the memes selected for this study to show their disapproval for the important personalities and major institutions in the Buhari led national government. This study projects that social media memes are a platform for the assessment of government, its key players and their activities within the Nigerian political landscape and that memes count in the construction of political ideology in Nigeria.


social media; political memes; representation; ideology

Publication Date

June 7, 2020


Volume 7, Issue 1

Citation information

Adebomi, Oluwayemisi Olusola. 2020. “A multimodal analysis of memetic representation of individuals and institutions in Nigeria’s President Muhammadu Buhari administration.” Language. Text. Society 7 (1). https://ltsj.online/2020-07-1-adebomi.


author = {Adebomi, Oluwayemisi Olusola},
title = {A multimodal analysis of memetic representation of individuals and institutions in Nigeria’s President Muhammadu Buhari administration},
journal = {Language. Text. Society},
year = {2020},
issn = {2687-0487},
number = {1},
volume = {7},
url = {https://ltsj.online/2020-07-1-adebomi},


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